Google Puts AdWords Into Orbit

  |  August 3, 2006   |  Comments

A partnership with XM Satellite Radio will let Google advertisers bid on spots in XM’s non-music channels.

Google has taken another step toward integration with offline media channels, partnering with XM Satellite Radio to let its advertisers bid on paid spots in XM’s non-music channels. XM’s music programming will remain commercial free.

The partnership, which will be implemented in Q4, expands Google's AdWords platform to satellite radio for the first time. The ad management process will flow through Newport Beach, Calif.-based dMarc Broadcasting, which Google acquired in January.

“This partnership with XM Satellite Radio will provide a powerful marketing and distribution tool for Google advertisers,” said Ryan Steelberg, Google’s head of radio operations, in a statement. “By providing access to XM’s premier satellite audience, Google advertisers will have an easy way to target, schedule, deliver and measure satellite radio campaigns in a timely and efficient manner.”

dMarc's automated advertising platform connects advertisers directly to radio stations, handling the sales, scheduling, delivery and reporting processes. Its technology performs much the same auction-based sales, ad serving, payment and reporting functions of AdWords, but for radio ads instead of online ads.

For XM, Google's technology automatically schedules and inserts advertising across the company's non-music commercial channels, decreasing the costs previously associated with processing campaigns.

Google's expansion into satellite radio is only the latest step in the company's dalliance with traditional media venues. Last year, the company tested a program to resell print ads in magazines, and it has placed print ads in newspapers.

XM has seven million subscribers nationwide.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!


COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.



    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...
    • Assistant Product Listing Ads (PLA) Manager
      Assistant Product Listing Ads (PLA) Manager (, Inc.) - Las VegasZappos IP, Inc. is looking for an Assistant Product Listing Ads (PLA...
    • Marketing Technology Analyst
      Marketing Technology Analyst (Alfred Music) - Van NuysMarketing Technology Analyst DEFINITION Under the general/direct supervision of the head of...